By John Gruber
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Ana Diaz, writing for Polygon:
The trailer basically serves as a giant sign trying to remind people about Apple TV and all of its projects, but it mainly just shows us that Timothée Chalamet is a phenomenal actor. In it, we get to see that even super successful actors like Chalamet can even be insecure about their careers or get FOMO! According to Puck, sources close to the deal disclosed Apple paid Chalamet the most it has ever paid for a celebrity endorsement. So it’s a good thing that’s he’s already charmed fans online.
This ad played during the football games this weekend, and I think it’s rather amazing. By paying a red-hot star like Chalamet simply to promote TV+, it’s a way of emphasizing the single most important aspect of TV+: that it is a quality-first streaming platform. Not the most content, by a long shot, but perhaps the best content. And inarguably, much of the best content.
That, in a nut, is the Apple way. They don’t sell the most computers or headphones or even phones, but they sell the best ones.
★ Monday, 23 January 2023